It is BSMG Worldwide/Southwest’s responsibility to continually to promote Unisys technology solutions and its executives among national, technology and vertical media.

Unisys Corporation (NYSE: UIS) is a $6 billion worldwide information services and technology company providing services, systems and solutions enabling customers to seize the opportunities and overcome challenges of the Internet economy. It is BSMG Worldwide/Southwest’s responsibility to continually to promote Unisys technology solutions and its executives among national, technology and vertical media. In the Dallas office of the nation’s fourth-largest public relations agency, an expert team of technology PR professionals, Sheri Loose, Dawn Kahle, Teisha Van de Kop and Stephen Stokes, are the primary account team members.

CHALLENGE

Technology stocks were continuing to suffer due to market conditions and interest in technology companies from national media was not as high as before the technology stock decline during 2Q00. While Unisys possessed the solutions, technologies and expert thought leadership within the corporation, recognition was low among targeted national business, technology and vertical media outlets for the company’s superior capabilities.

Unisys needed to change the public’s perception of the corporation, solutions, and most importantly, the quality of people within the organization to a global industry leading e-business service providing company. In addition, the overall challenge was distinguishing the company’s comprehensive offerings from the abundance of competing companies in this market such as IBM, EDS, Hewlett Packard and the big 5 consulting firms.

BSMG assessed the current situation of Unisys in early 2000, determined key Unisys advantages and differentiators, such as expert thought leadership and solutions and leveraged “news-of-the-day” items, such as the “LoveBug” virus, “E-SIGN Act”, e-Voting and travel-related technology issues. During 2000, BSMG secured coverage within top-tier media outlets including Computerworld, Associated Press,InformationWeek, InfoWorld, eWeek, Reuters and Forbes.com.

PLANNING PROCESS

BSMG conducted an extensive program to survey the e-business landscape and gather information from a variety of sources. Research included interviews with Unisys executives on current technology and solution news issues, reviewing of white papers and background reports from Unisys. BSMG also reviewed ongoing research of technology-related issues and trends and assessment of news coverage related to “hot issues” in the e-business field.

BSMG’s objectives for the security campaign were:

Increase awareness of the breadth of Unisys products and services to customers, potential customers and the investment community.

By establishing a relationship with appropriate national reporters and editors, BSMG was able to secure placements for Unisys experts and solutions on current news items, such as virus attacks on company networks, adoption of Federal laws, issues affecting today’s business travelers and the “need for more advanced technological solutions” in key business areas. BSMG’s research into current and future e-business trends helped propel Unisys into other media outlets that were addressing similar issues, including imaging and global financial solutions.

BSMG received key positive media coverage on trend stories, timely news announcements and ongoing promotions of top executives for Unisys. Both online and print publications acknowledged Unisys as a key resource for business and technology issues including: